Corporate Blogging: A new marketing communication tool for companies

A corporate weblog is published and used by an organization to reach its organizational goals. Nowadays, there are many corporate leading the way in blogging activities. Corporate blogs are giving established companies and obscure brands alike the ability to connect with their audiences on a more personal level, build trust, collect valuable feedback and foster strengthened business relationships. More importantly, these companies are enjoying tangible returns in their blogging investment in the form of increased sales, partnerships, business opportunities, press coverage and lead generation.

There have 3 types of corporate blogs. 1st is internal blogs, generally accessed through the corporation’s intranet which is used in lieu of meeting and e-mail discussion. 2nd is external blogs, is a publicly available weblog where company employees teams or spokespersons share their views and it often used to announce new products and services. 3rd is CEO blogs, although there are debated on whether CEOs should blog or not, blogging among CEOs is becoming popular.

In addition, companies that harness their customers’ knowledge and ideas find better ways to satisfy their needs and wants, thus facilitating goodwill in the community. For example, it is a common practice in blogging to provide a link back to a thought originator, which is valuable because backlinks are a way that search engines distinguish the order of the editorial rankings. Higher search engine rankings translate into significantly higher web site traffic and more sales leads. Thus, successful blogging breeds success in other marketing and sales initiatives.